Extreme makeover
About five years ago South Korea’s ruling Grand National party saw its approval ratings plunge due to a slew of corruption scandals. So what did the struggling conservative party do? It changed its name to Saenuri, or “new frontier” in Korean. Now Saenuri party officials are looking to rebrand again, this time to distance themselves from president Park Geun-hye, who was impeached last month. Political parties in South Korea adopt new names, logos and colours so often that it’s hard to keep up. The conservative party has had more than 10 rebrands, while the left-of-centre opposition Minjoo party – formerly the Democratic party – has changed its identity at least a dozen times. Back in 2012 Park said that “changing the name is important but how we conduct affairs after the change is more important”. Whether voters will back the Saenuri party under a new name is debatable.